Being single is big business in China. Today is Singles' Day, a holiday popularized by ecommerce giant Alibaba that's already generated $12 billion in sales from shopping discounts today, and it's on track to hit $20 billion by the end of the day. The one-day event proclaims to be the "world's biggest online sale" and even included a four-hour national TV event headlined by basketball star Kobe Bryant.
For its part, Michael Kors is running a Singles' Day campaign within China's WeChat app, which may intrigue mobile-minded marketers in the U.S. The fashion brand is posting GIFs and interactive games to its WeChat account that center around the theme of 'one'—an important number for the holiday's marketing representing that someone is alone.
The campaign's creative looks like a casino and consumers can play virtual card or roulette games that unlock a discount code that can be used online through Kors' Chinese website or at the brand's bricks-and-mortar stores. The effort also includes a casino-themed shoppable blog post. This is the second year that Michael Kors has participated in Singles' Day, which Alibaba started making a "thing" in 2009.
As more marketers get on board with messaging apps, Michael Kors' campaign is an example of how apps can be used for ecommerce promotions. While a number of U.S. brands are just beginning to find ways into messaging apps like Facebook Messenger, Apple's iMessage and Kik, WeChat is still primarily confined to Asia and can be harder for brands to create a presence on because of its prevalence in China and government restrictions. People can read news, book flights, shop and pay bills straight from the app, and WeChat makes most of it its money from payments instead of advertising.